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Keyword Research Strategy – SEO vs. PPC

People often wonder about keywords related to their business. When a consultant or a company provides a final set of keywords after deep research, a client may think about those keywords which are not included in the target list. The clients may also want to know about the related competition on the keywords. Keyword research for PPC and SEO might often look same, but they are very different indeed.

When selecting the keywords, your goal must be your prime consideration. You must know what you are about to do and its final outcome. Further step is to think how are you going to implement the keywords you have chosen and how often? Besides, one must be aware of the penalty of choosing the wrong keyword.

Determine Your Goal 

Keywords Research When performing search engine optimization (SEO), understanding the keywords landscape for your business should be the primary objective. Go for those keywords that people actually search. Besides, it’s equally important to understand their intention behind the particular keyword query. Looking at the keywords from a wide perspective can help you learn so many things.

When it comes to PPC, you should find the keywords that may hit the bidding. Make sure you choose those keywords that help you make the most out of cost-per-click investment. It’s advisable to focus on those keywords on which you can’t get rankings easily through the organic SEO. Choosing the set of keywords that help you attain a successful goal completion will be more profitable.

In PPC, we use the selected keyword phrases in ad groups, campaigns, and in our ad copy. You need to have a relatively limited connection between each to ensure that your Score remains big. This all depends on how you use your PPC key phrases.

For SEO, you will use the keywords as the basis of the whole thing that you choose to do. Actually, you also need to analyze the content on your site, and find the holes and choose if you need to develop further content to fill up those holes.

To give a relative boost to the targeted keywords, you need to include the selected keywords in the relevant page of a website, meta title and meta tag. Below image can help you understand it easily.

Keyword uses for PPC and SEO, and the margin for error

Understanding the margin of error for PPC & SEO Keywords

Keywords Research

In SEO, the error margin is relatively large. Until you get the desired ranking, you have to adjust it and try again. While performing SEO, you may also get the ranking of those keywords on which you are actually working now. And… that’s the bonus!

Besides, you also need to perform keyword research on a regular basis to go with the trend. You may also target the highly competitive words since there is no charge in it unlike PPC. Besides, you might also like to get qualified for additional long tail keywords. It also helps you stick to more precise but still high volume keywords, which also make your site clean and user-friendly.

On the other hand, the error margin in PPC is fairly small. Every single mistake costs you money loss. Every key phrase which you invest in sets you in straight financial competition with other websites. You have to review your keywords properly and find out the new opportunities. It’s advisable to keep an eye on the CPC and the Quality Score.

You also need to classify your keywords properly so that your campaign performs the best and brings good results. You should take every initiative with proper care and calculation.

This clearly states that the strategies are quite different for PPC and SEO, and hence the keywords you target also differ.


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